Buying Premium Inventory? 5 Reasons to Consider a Private Marketplace

Private Marketplace

In 2014, US advertisers spent more than $710 million on programmatic video. That’s a 137% increase since the previous year. What’s more, according to eMarketer, programmatic video spend will reach $3.4 billion by 2016.

But for video advertisers looking to buy premium inventory through programmatic channels, the landscape looks a little different. That’s because programmatic buying is often viewed as risky by premium publishers. (Premium inventory, for those who don’t know, refers to the most high-quality, valuable video inventory on the market.)

Why risky? Read more

How to Win the Super Bowl with the 2nd Screen

multichannel ad viewing

Super Bowl XLIX is fast approaching, and it won’t just be the players going head to head. For many brands, Super Bowl Sunday is one of the largest advertising days of the year. But with TV spots running at $4.5 million per ad, many brands are turning their attention to a second, smaller screen. According to a recent Nielsen report, more than 80% of smartphone and tablet owners use their devices while watching television.

Leveraging the second screen for video ads can be a game changer for any Super Bowl media campaign, whether you use that second screen as a standalone, or a complement to more traditional media. At a comparatively low price point, marketing on mobile offers more robust targeting, making it easier to reach the right audience. Your second-screen messaging can be consistent with other parts of your campaign, specific to the content, or even updated in real time.

Ready to become a Super Bowl brand champion? Here’s how to use online video ads on the second screen. Read more…

What’s Next for Ad Tech? 3 Themes From AdExchanger Industry Preview

AdExchanger Industry Preview

This year’s AdExchanger Industry Preview was a homerun — the presenters and panelists were educational, thought-provoking, and put on a good show. The big names were well-represented (Google, Facebook, AOL)  as well as publishers like Buzzfeed, Bloomberg, Hearst, and the Daily Mail. Research from Forrester, Gartner, and Comscore gave us plenty to consider, and a talk from the Federal Trade Commission on consumer protection provided much-appreciated perspective.

Didn’t attend this year? Here’s what the ad tech industry is talking about in 2015. Read more…

Making the Case for Private Marketplaces

The-Case-for-Private-Marketplaces

There’s been a lot of buzz around private marketplaces lately, and for good reason. Here’s the short version: Private marketplaces make it possible for publishers to sell “premium” inventory (their most desirable, high-quality content) programmatically, but without using an open marketplace.

So why is that buzz-worthy? To understand the answer, there are two factors Read more…

January Round-Up: Reasons to Love Video in 2015

January Round Up

There are three things you can count on in January: a slump in retail spending, a spike in new gym memberships, and a fresh crop of blog posts predicting the future. This year was no exception. Experts from across the digital video space have reflected on losses and wins, weighed in on trends, and placed their bets on 2015.

Here are some of our favorite 2015 forecast pieces, all relevant to digital video advertisers and publishers. Enjoy! Read more…

From Start to Finish: How to Run Better Digital Video Ads

from start to finish

If video ads are part of your digital strategy, you know that getting results isn’t just about execution. An effective campaign starts with serious planning, well before you place your ad, and requires attention and analysis even after it’s stopped running.

In our previous blog posts, we’ve talked about building intelligence and efficiency into your video ads. But even the smartest, most efficient ad needs to fulfill a purpose. Here’s how to create ads that are effective — before, during, and after campaigns. Read more…

‘Tis the Season: 5 Trends in Retail Video Advertising

excited shopper

The busiest season of the retail year is almost over. Once again, the growth of online shopping has “disrupted” this season — ecommerce currently accounts for 8% of total retail sales in the US, and is expected to increase 13% (to $262 billion) by the end of the year.

Naturally, the way that retailers use video advertising has also evolved. With insight into more than 45 billion impressions per month on BrightRoll’s platform, we’re able to see trends in retail advertising play out in real time.

Here are some of the retail-specific video advertising trends you need to know. Read more…

4 Ways to Get Efficient with a Video Advertising Platform

Programmatic Video Advertising Platform

Video advertising is constantly evolving. Buyers today engage with videos through technology that didn’t exist only a decade ago, and brands are leveraging an expanding ecosystem of tools to reach them. Increasingly, advertisers and agencies are turning to programmatic platforms, which automate and optimize buying and selling.

We all know that any valuable technology should make you smarter, more efficient, and more effective. But when it comes to a video ad platform, what do those terms actually mean? Last week on the blog, we talked about the first pillar — how platforms make video ads smarter. This week, we’ll turn our focus to the second pillar: Efficiency. Read more…

6 Ways Advertisers and Agencies Can Protect Themselves from Traffic Fraud

Screen Shot 2014-12-15 at 8.36.26 AM

Every year, marketers spend billions of dollars on video ads. Unfortunately, those ads aren’t always seen by real people. Using sophisticated technology that simulates human behavior, fraudsters generate (and profit from) fake impressions, which affects not only advertisers, but also agencies, intermediaries, and publishers. Wasted marketing spend is bad for the entire ecosystem.

That’s why it’s crucial for advertisers and agencies to take a systematic approach to detecting and deterring invalid traffic. In our recent whitepaper on the subject, we zero in on the history of traffic fraud, how fraud can be perpetuated, and the best ways for the advertising industry to fight it. Read more…

December Round-Up: The Best Things We Read about Programmatic

Best Programmatic Reading December

Earlier this month, the ANA (Association of National Advertisers) announced its word of the year for 2014. That word? Programmatic. But even the ANA admits that most marketers aren’t sure what it means. More than half of marketers they surveyed confessed that they “don’t understand programmatic buying well enough to use it to buy and manage campaigns.”

Luckily, there are plenty of smart, well-written, thoughtful articles about programmatic advertising. To help our readers get started, here are the best things we’ve read about programmatic in the past month. Read more…